All of a sudden it hit me. The 80/20 rule flipped on its ear! What I’m referring to is that something like 80% of resources in the market research function goes towards “quantifying the expected”. Falling into that category would be metrics like market share tracking, surveys that have predetermined lists of [...]
Jan
29
OK. It’s a fact…storytelling works. Here’s the proof. At the ARF Industry Leader Forum in San Francisco on Tuesday, a number of presenters (including yours truly) used stories…specifically creation stories (for example, I described the meeting and the moment when the research transformation initiative was born on July 15th at the ARF). At our SF [...]
Dec
23
so, what's the story?
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Research transformation is more than employing new tools to get at what consumers in a 2.0 world think and do, it is about finding ways of bringing those findings to life. What is the brilliant insight from your research (example: Dove Campaign for Real Beauty was motivated by the insight that only 2% of [...]